Digital transformation can be an intimidating concept for associations to wrap their mind around, let alone successfully implement. With constant chatter about the “right” way to lean in to innovative and evolving technology, it’s important to avoid losing sight of the big picture. Your mission is still about serving your members, so expanding your digital capabilities with a member-first mindset is your ticket to success, regardless of how consumer behavior evolves.
Legacy technology systems and processes are an impediment as associations strive to create a better member experience. Without a complete real-time view of your members and their full engagement, it’s nearly impossible to give members what they want when they expect it. Delivering a member-centered experience begins with a 360-degree view of member engagement. Understanding how to develop insights based on each and every member interaction will enable you to create stronger strategies that get to the root of your members’ specific needs and preferences. With a reliable baseline in place, you can analyze and determine whether current offerings are effectively supporting member expectations, or if they may be in need of a refresh.
You may even find it’s time to make a strategic shift at the organizational level. Consider the digital evolution journey of the Healthcare Financial Management Association (HFMA). Empowered by the flexibility of Fonteva and Salesforce, HFMA was able to completely realign their business model using simplicity as their goal for an enhanced member experience. This involved a shift from a membership with a la carte offerings to a subscription model that allowed unlimited consumption. Response from members to this change was overwhelming as HFMA’s member acquisition grew 20 percent year-over-year and member attrition decreased by 5 percent. With the member experience truly at the center of their strategy, HFMA now has the technology and focus to continually refine its offerings based on the continuous feedback of member behavior.
Fonteva, a Salesforce Partner, is a leading provider of membership, events, and eCommerce solutions built on the Salesforce platform. At the heart of everything Fonteva does is its quest to equip and empower its customers to meet the unique needs of their communities. By harnessing the power of the Salesforce platform for membership and event management, Fonteva delivers highly configurable solutions that grow and strengthen the relationships that organizations are built on. Visit Fonteva at www.fonteva.com.